Not what it sounds like, my peeps. Let me say first that having seen Danica Patrick in person at last night’s Sports Illustrated Swimsuit Issue party that she is a stone fox. Really.

Seeing as she’s way outta my league, I decided to take a business interest in her when I noticed all the Danica ads in the SI swimsuit issue in which she appears. Kudos all around. Let’s count.

- Danica stumps for Samsonite opposite page 22

- Danica “is INDY” opposite page 98

- Danica climaxes for Peak antifreeze & coolant opposite page 104

- Traffic stops on pages 172-176 as Danica makes her editorial debut

- On page 225, Danica Patrick meets Dan Patrick for an interview (and a sexy self-portrait)

Ok, so there are only three Danica ads. But that’s three ads SI wouldn’t have had without her (probably). How does this apply to you if you’re not Danica, SI, Samsonite, Peak, or IRL?

Click below for the answer.

The history of SI’s swimsuit issue is one of innovation: How do we sell copies and ads during the biggest lull of the year in sports — the post-Super Bowl lull. I know I’m feeling it. I can barely get out of bed these (Sun)days. The answer was engaging editorial. Some might say tits, but I’ll call it engaging editorial.

So, consumer and trade publications that thrive seasonally, do what SI, US News & World Report, The Hollywood Reporter and many others have done: Build an editorial franchise that is timeless. Swimsuit Issue; Top Colleges and Universities; Women in Entertainment Power 100. Every niche, vertical and category has them. Seasonal lulls in ad pages and newsstand sales can represent opportunity.